The Effect of Influencer Credibility, Visual Content, and Viral Marketing on Purchase Decision of Wardah Cosmetics on Instagram
DOI:
https://doi.org/10.38035/jemsi.v7i2.6755Keywords:
Influencer Credibility, Visual Content, Viral Marketing, Purchase DecisionAbstract
In the face of intense competition in Indonesia's cosmetics industry, Wardah needs to implement effective marketing strategies through social media to enhance consumer purchase decisions. This study aims to examine the influence of influencer credibility, visual content, and viral marketing on cosmetic product purchase decisions on Instagram, both partially and simultaneously. A quantitative research method was employed, gathering data from 220 respondents via a questionnaire. Regression results revealed a coefficient of determination (R²) of 0.157, indicating that the independent variables explained 15.7% of the variance in purchase decisions. Partially, significant influences were found for Influencer Credibility (t = 2.923), Visual Content (t = 5.549), and Viral Marketing (t = 4.286) on purchase decisions. The F-test result showed a calculated F value of 8.193 > the F table value of 2.65, indicating a significant simultaneous effect. Hence, it can be concluded that influencer credibility, visual content, and viral marketing have a significant impact on consumer purchase decisions, both individually and collectively. This suggests that a marketing strategy leveraging these three variables can effectively boost cosmetic product purchases on Instagram.
References
Adrianto, R., & Kurnia, K. (2021). Kredibilitas influencer dalam membentuk kepercayaan konsumen terhadap brand. Jurnal Riset Manajemen Komunikasi (JRMK), 1(1).
Amini, T. H., & Salahuddin, M. (2023). Visibility, attraction, typical person endorser Instagram dan minat beli produk kosmetik halal pada generasi Z di Lombok Timur (Shariah Marketing Analysis). Jurnal Ilmiah Ekonomi Islam, 9(1), 126–134.
Anggrainy, L. L. H., & Supriyono. (2024). Pengaruh social media marketing Instagram dan e-WOM terhadap keputusan pembelian skincare Wardah di e-commerce. Management Studies and Entrepreneurship Journal (MSEJ), 5(2).
Annur, C. M. (2024, March 1). Ini media sosial paling banyak digunakan di Indonesia awal 2024. Databoks. http://databoks.katadata.co.id/teknologitelekomunikasi/statistik/66ea436ab12f2/ini-media-sosial-paling-banyak-digunakan-di-indonesia-awal-2024
Aprilia, M., & Arifin, R. W. D. (2023). The influence of marketing on influencer credibility through Instagram social media on the purchase decision of Tasya Farasya’s MOP.BEAUTY product. Management Studies and Entrepreneurship Journal, 4(6), 8102–8113.
Arumsari, R. Y., & Utama, J. (2018). Kajian pendekatan visual iklan pada Instagram. Jurnal Bahasarupa, 2(1).
Christin, L., Siratan, E. D., Pangaribuan, C. H., Budiyanto, V., Vincent, N., & Krisna, F. (2025). Impact of social media compulsive use on impulsive buying with FOMO and materialism as mediators. IEEE International Conference on Creative Communication and Innovative Technology (ICCCIT), 1-9.
El Maura, A., & Bharata, W. (2023). Pengaruh physical attractiveness dan source credibility celebrity endorsement pada produk Somethinc terhadap word of mouth melalui customer attitude. J-MAS (Jurnal Manajemen dan Sains), 8(1).
Fajriah, R. A., & Susilo, E. (2024). The influence of halal label, product quality, and price on Generation Z's decisions in purchasing Emina's cosmetic products. Management Studies and Entrepreneurship Journal, 5(2).
Gubalane, A., & Ha, Y. (2023). The effects of social media influencers’ credibility on product evaluation, product attitude, and purchase intention: The mediating effects of product-influencer fit. International Journal of Innovative Research and Scientific Studies, 6(4), 946–959.
GlobalWebIndex. (2024). How to engage consumers now: Insights for skincare brands. https://www.gwi.com/blog/insights-for-skincare-brands
Hair, Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Danks, N. P. (2021). An introduction to structural equation modeling. In Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer.
Hanifah, A., & Sudrajat, A. (2024). Studi korelasi antara personal branding owner Tasya Farasya dan kualitas produk terhadap keputusan pembelian brand makeup Mother of Pearl. Jurnal Maneksi, 13(3).
Harahap, D., & Amanah, D. (2018). Perilaku konsumen dan pemasaran online. Jakarta: Mitra Wacana Media.
Hasnah, H., Irzami, M. F., Ramdhani, M. Y. H. A., Bilisani, M. A., Yudhistira, M. K. H., & Purnawijaya, B. M. (2024). Pengaruh viral marketing dan brand image terhadap keputusan pembelian Kahf di TikTok Shop. Jurnal Sains Pemasaran Indonesia, 23(3), 257–265.
Kawet, R. C., Palandeng, I. D., & Pitta, R. V. (2022). Pengaruh online customer review, online customer rating, dan cash on delivery terhadap keputusan pembelian produk pada e-commerce Tokopedia. Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 11(1), 1170–1183.
Kotler, P., & Keller, K. L. (2018). Marketing management (15th ed.). Pearson Education.
Krisdanu, C. A., & Sumantri, K. A. (2023). TikTok sebagai media pemasaran digital di Indonesia. Jurnal Lensa Mutiara Komunikasi, 7(2), 24–36.
Nadila, P., Saragih, J. R., Fitrianingsih, & Hartanto, B. (2024). Pengaruh citra merek dan kredibilitas influencer terhadap keputusan pembelian dengan kepercayaan merek sebagai variabel intervening pada followers Instagram kosmetik Emina. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(8), 6147–6164.
Napitupulu, E., Hasiru, A. S., Az-Zahra, D., & Heriyati, P. (2025). Pengaruh kredibilitas influencer dan keterlibatan pengguna (moderasi) terhadap minat beli pada local brand apparel. Syntax Literate: Jurnal Ilmiah Indonesia, 10(2).
Populix. (2023, February 21). Preferensi brand kecantikan dan fashion di Indonesia. Populix Research. https://info.populix.co/articles/kecantikan-dan-fashion/?utm_source=chatgpt.com
Pratama, A. S., Ilham, R., Sutomo, S., Hermawan, A., & Wardhana, L. W. (2024). The effects of social media content, influencer marketing and customer reviews on purchasing decisions. International Journal of Science, Technology & Management, 5(1). ISSN: 2722-4015.
Pratiwi, Y., Putra, S. S., & Digdowiseiso, K. (2023). The influence of product quality, brand image, and social media influencers on the purchasing decision of Scarlett Whitening products on Instagram in DKI Jakarta. Management Studies and Entrepreneurship Journal, 4(6), 8809–8817.
Rahayu, A., Febriansah, R. E., & Yulianto, M. R. (2024). The influence of product quality, brand image, and price on purchasing decisions for Wardah cosmetic products (Study of Umsida students who use Wardah cosmetics). COSTING: Journal of Economic, Business and Accounting, 7(4).
Rijki, A. M., Rosilawati, W., & Supaijo. (2024). Pengaruh pengalaman usaha dan strategi promosi viral terhadap peningkatan penjualan produk usaha mikro kecil ditinjau dari perspektif bisnis Islam (Studi pada usaha mikro kecil kuliner di Kota Bandar Lampung). Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce, 3(2), 192–208.
Rohman, S., Nurlenawati, N., & Triadinda, D. (2023). The influence of viral marketing and influencers on the purchase decision of Scarlett Whitening products in the TikTok Shop application. Management Studies and Entrepreneurship Journal, 4(5), 7322–7337.
Rombe, E., Nurmalasari, N. R., Bachri, S., & Auriza, M. Z. (2023). Pengaruh social media marketing Instagram dan harga terhadap keputusan pembelian produk thrift dan dampaknya terhadap kepuasan konsumen pada Youth Thrift Market di Kota Palu. Jurnal Manajemen Dewantara, 7(3), 388–399.
Roshni, & Nattassha, R. (2024). Pengaruh media sosial Instagram terhadap brand awareness Blu by BCA Digital di kalangan mahasiswa Universitas Bunda Mulia. Jurnal Digismantech, 4(1), 56–71.
Rubiyati, R., Nurlaela, L., & Rijanto, T. (2022). Efektivitas penggunaan video tutorial untuk meningkatkan kinerja siswa SMK. Jurnal Ilmiah Pendidikan Citra Bakti, 9(1).
Santoso, S., & Nurhajati, L. (2024). Pengaruh video konten tutorial kecantikan di TikTok terhadap minat rias followers @Focallure.Live. Jurnal Pustaka Komunikasi, 7(2), 331–345.
Sari, I. P., & Realize, R. (2023). Pengaruh ulasan produk, kemudahan dan promosi terhadap keputusan pembelian pada Shopee di Kota Batam. Jurnal Ekonomi & Ekonomi Syariah, 6(2), 1095.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2020). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tamara, D., Heriyati, L., Hanifa, T., & Carmen, M. (2021). The effect of Instagram influencers on purchase intentions mediated by brand image on cosmetic products (Study on Gen Z women). Open Access Indonesia Journal of Social Sciences, 4(6), 1–12.
Watonia, W., Masnita, Y., & Kurniawati, K. (2024). Tinjauan teori Stimulus-Organisme-Respons (S-O-R) dalam mempengaruhi brand equity dan customer behavioral intention melalui social media marketing activities. Jurnal Ekonomi Efektif (JEE), 6(4), 503–513.
We Are Social. (2025, February 5). Digital 2025: How to engage consumers now: Insights for skincare brands. https://www.gwi.com/blog/insights-for-skincare-brands
Wibowo, B., & Heryjanto, A. (2020). Pengaruh kredibilitas influencer, nominal harga, dan media sosial terhadap minat pembelian dengan mediasi citra merek di Tokopedia. Journal of Business and Applied Management, 13(1), 83–101.
Zukhaer, K. M., Siergar, J. S., & Atmanto, D. (2025). Pengaruh konten makeup di Instagram terhadap keputusan pembelian jasa makeup artist. Journal on Education, 7(2), 11922–11929.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Vinni Wahyuni, Elkunny Dovir Siratan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta :
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI).
